Build a lifestyle around your brand, and the audience will follow.
Well, I've had a long standing relationship with Gatorade and they've been very, very good to me. And I believe in their products, I really do. I've used them for many, many years.
We're in the business of influence. And if we're going to be in partnership with anybody, I want it to be with people who have amazing access and influence.
Brands must empower their community to be change agents in their own right. To that end, they need to take on a mentoring role. This means the brand provides the tools, techniques and strategies for their customers to become more effective marketers in achieving their own goals.
I get asked a lot why Apple's customers are so loyal. It's not because they belong to the Church of Mac! That's ridiculous.
Sustainable growth is characterized by one simple rule: New customers come from the actions of past customers.
If a brand wants to build social communities, capital and influence, it must become the chief celebrant of its community, not its celebrity. This simple shift in approach unlocks enormous transformative potential for brands.
Put simply, I want to treat my readers as partners and not crooks. There is no future in calling your most active promoters crooks.
I'd rather have 1000 of our fans than 10,000 Kid Rock fans!
I like to get people fired up, fill them with zeal for McDonald's, and watch the results in their work.
When people use your brand name as a verb, that is remarkable.
It feels great to be associated with PUMA.
There is no advertisement as powerful as a positive reputation traveling fast.
I've probably spent more time than any other brand reading every last comment. To listen to people the way you're able to online is very powerful.
Word of mouth is way more important than millions of dollars spent marketing.
I've always said that our fans are our most important asset.
I think when you wear the brand anyway, why not go out and try to promote it and make it as cool as you can? The fact that I can continue to do what I've always done and kind of become the face of that brand is to me, kind of just makes sense. It doesn't make sense not to do it I guess.
I think people love having a person behind a brand who lives it. The idea of storytelling is really important.
We tend to become social core groups, whatever our similar interest and background where we came through. It tends to be a filter through which people see themselves. It can be all different ethnicities. They can see themselves as San Franciscans, or Warriors fans. You want to build a tribe of viral advocates for that team.
We've learned that when a consumer moves from a relationship rooted in 'me' to one powered by 'we,' a new world of buying and advocacy opens up for a brand.
If you're going to build a business that's based on community, your business has to have community in it.
Today, when you're marketing a brand, you can't try to appeal to everybody. You should speak to a group of people and create them as loyalists.
While some entertainment executives understand the power of having someone else speak for you, most Hollywood publicists don't.
Giving builds loyal customers and turns those customers into supporters... You can find passion and profit and meaning all at once, right now.
I'm a longtime fan of American Eagle, so when they approached me about joining their 'Live Your Life' campaign, it already felt like an organic fit.
